Tourism is an important sector within the South African economy,
and tourism entrepreneurship dri... more Tourism is an important sector within the South African economy, and tourism entrepreneurship drives this sector. A significant portion of entrepreneurship research concentrates on the samples of higher education students and the general population, not focussing on the youth, whether they are higher education students or not. Therefore, the central objective of this paper was to explore the relationships between three independent variables, namely, entrepreneurship education (ED), entrepreneurial meaning (EM), and entrepreneurial passion (EP) and the dependent variable, entrepreneurial intention (EI) of the general youth population regarding starting tourism-related business. It further analysed the impact that levels of general education may have on both the independent and dependent variables. A structured questionnaire was used to gather data from a purposive sample of 400 youths residing in different regions of the King Cetshwayo District Municipality in the KwaZulu-Natal Province of South Africa. Partial least squares structural equation modelling (PLS-SEM) on SmartPLS software version 4.0.8.5 was used to evaluate the relationships between the independent variables and dependent variables. The results show, among others, statistically significant positive relationships between youths’ ED, EP and their EI in the tourism sector. The study recommends that it is imperative for business decision-makers of the study area (KCDM) and academics to comprehend how ED and EP influence the EI of youths and their ability to establish and manage their own businesses, including tourism businesses. This will foster youth entrepreneurship.
Journal of International Food & Agribusiness Marketing , 2024
Street food vending is becoming increasingly important globally, however, most studies on dining ... more Street food vending is becoming increasingly important globally, however, most studies on dining outlet patronage focused on formal restaurants, especially in developed economies. Thus, this study developed a model of street food vendor patronage among undergraduates. 385 copies of the study questionnaire were distributed to street food customers in northwest Nigeria, and structural equation modeling (AMOS) was used to validate the model. Thus, value for money, food quality, and food familiarity were found as factors that influence the patronage of a street food vendor, while service quality and ambiance do not significantly influence students’ patronage. Theoretical and practical implications were discussed.
African Journal of Business and Economic Research (AJBER), 2024
This study used the Mtubatuba Local Municipality in South Africa as a case to explore the interna... more This study used the Mtubatuba Local Municipality in South Africa as a case to explore the internal factors (such as entrepreneur profiles) that may be used to develop and statistically test a theoretical model of entrepreneurial success in the tourism industry. To test its hypotheses, the study used a sample of 350 tourism-related business owners who were surveyed in several study-area regions. The data integrity was addressed in the first phase of the analyses using IBM SPSS software version 28, and the measurement and structural model were tested in the second phase using the partial least square-structural equation modelling (PLS-SEM) method in SmartPLS software version 4.0.8. The study found significant relationships between human capital theory and business success in tourism entrepreneurship. The results suggested that internal business environmental factors such as entrepreneurs‘ profile (e.g. gender, age, level of education, entrepreneurs‘ type of business), and entrepreneurial attributes have a significant influence on tourism business success. Recommendations were made to relevant stakeholders based on study results.
Research has confirmed that people’s attitudes towards starting their own business may be influen... more Research has confirmed that people’s attitudes towards starting their own business may be influenced by their education, age, gender and prior entrepreneurial experiences. To support the employability and economic success of tourism graduates, this study, conducted in the South African context, aimed to explore the predictors of tourism students’ interest and motivation towards starting their tourism-related businesses after graduation. A survey questionnaire was employed to gather information from 154 randomly selected tourism students at a comprehensive university in South Africa. The first phase of data analyses dealt with the assessment of the measurement model, while the second phase tested the structural model using the partial least square-structural equation modelling (PLS-SEM) method implemented on SmartPLS software. The results indicate that certain student profile characteristics (such as age, gender, completing entrepreneurship module, self-assurance and satisfaction level) had significant effects on entrepreneurial desirability and feasibility (DF), entrepreneurial attributes (EA) and entrepreneurship education (EE). Further, the results reveal that EE did not differ by age, EA did not vary by gender and DF was not influenced by tourism students’ self-assurance (SA). The study suggests that the institution under investigation uses appropriate experiential pedagogical approaches to provide tourism students with the ‘know-how’ and other necessary ‘hands-on skills’ to improve their capacity to launch new businesses.
Contribution: This article is important for higher education in general, particularly in subSaharan Africa, because it not only contributes to the literature on entrepreneurship but equally helps higher education institutions to integrate tourism entrepreneurship modules into their curricula.
Keywords: entrepreneurship in tourism; education in entrepreneurship; entrepreneurial intent; entrepreneurial desirability and feasibility; PLS-SEM
African Journal for Physical, Health Education, Recreation and Dance, 2015
Rural tourism development is an entrepreneurial process. It requires rural communities to showcas... more Rural tourism development is an entrepreneurial process. It requires rural communities to showcase their set of capabilities, their sources of leverage and knowledge necessary to embark on tourism development. In rural sub-Saharan Africa's local communities, managing transition from traditional livelihood activities to rural tourism is a sensitive process. Stakeholders, with local communities at the core, can collaborate and manage this development proactively. This study explores, by way of descriptive analysis, how capabilities for rural tourism services performance can be developed in rural sub-Saharan Africa, in terms of responsibility, delegation and accountability. Local governments as rural tourism stakeholder demand rural development. Local communities demand income from tourism development. Local governments and local communities should then share responsibility towards achieving tourism development goals by performing required activities, and accountability in evaluati...
Journal of Quality Assurance in Hospitality & Tourism, 2023
Most theories are tested in developed countries; moreover,
there is still lack of research on SER... more Most theories are tested in developed countries; moreover, there is still lack of research on SERVPERF, especially in lowcost hotel. Hence, due to high competition among low-cost hotels in Nigeria, many low-cost hotels are seeking for alternative ways of competing apart from pricing or operational costs. Thus, the aim of this study is to identify the effects of SERVPERF dimensions on guests’ satisfaction and loyalty in low-cost hotels as well as the mediating role of guests’ satisfaction on the relationships between SERVPERF dimensions and guests’ loyalty. Data were collected from 300 guests at low-cost hotels and was analyzed using structural equation modeling (SEM). Also, composite reliability, cronbach alpha and average variance extracted were used to test the reliability and validity of the instrument. Result revealed that empathy, responsiveness and reliability influence guests’ satisfaction. Furthermore, empathy, reliability and satisfaction influence guests’ loyalty. Results on mediation revealed that guests’ satisfaction partially mediates the relationships between empathy as well as reliability and guests’ loyalty, while guests’ satisfaction fully mediates the path between responsiveness and guests’ loyalty. This study recommends that low-cost hotels management should emphasize on empathy and reliability to increase guest loyalty.
This paper explored students' perception towards the eectiveness of tourism entrepreneurship educ... more This paper explored students' perception towards the eectiveness of tourism entrepreneurship education in developing entrepreneurial attributes and achieving entrepreneurial desirability. A structured questionnaire was used to collect data from 154 randomly selected tourism students at a South African comprehensive University. Descriptive, bivariate, and multivariate data analyses were employed to address the research objectives. The study found that having entrepreneurship education and entrepreneurial family background played a role in achieving entrepreneurial attributes and desirability. Students' demographic characteristics (gender and age group) did not play a role in the achievement of entrepreneurial attributes and desirability. Nonetheless, the study recommended ways to improve the quality of entrepreneurship education being oered in the university's tourism department that was studied.
This study aimed to assess the potentials of rural tourism development in the communities surroun... more This study aimed to assess the potentials of rural tourism development in the communities surrounding Hluhluwe iMfolozi Park (HiP), in KwaZulu-Natal, South Africa. It adopted a qualitative research method based on the explorative and interpretive paradigms. Interview guides were used to conduct semi-structured interviews with the participants. Twenty (20) semi-structured interviews with HiP management sta and owners/managers of tourism businesses within this area were conducted. The study used content analysis to analyse the data collected. SWOT analysis was performed to determine whether HiP and surrounding communities have potentials for rural tourism development. The study revealed lots of strengths and opportunities, which could serve as platform for rural tourism development, however the management of weaknesses and threats is essential for success. It was noted that the development of human resources would be required for the successful development of rural tourism in this area. Emphasis was also made on the area's infrastructural development, which is an important physical resource for any tourism development. The study recommends leadership commitment in driving the process of rural tourism development through capacity building.
African journal of development studies, Mar 1, 2023
Rural development remains critical in developing countries, particularly in those with large rura... more Rural development remains critical in developing countries, particularly in those with large rural communities with little economic activity, such as South Africa. Rural tourism is becoming increasingly popular as an alternative to urban tourism. This study aimed at assessing the potential of rural tourism in the communities around Hluhluwe iMfolozi Park (HiP), which is situated in the KwaZulu-Natal province of South Africa. It adopted a qualitative research method that hinges on the explorative and interpretive paradigms and applied a purposive sampling method for data collection. Focus group discussions were conducted with the study participants. Content analysis was used to analyse the collected data. HiP and the surrounding communities have significant potential for rural tourism development due to the natural beauty, rich wildlife species, and major cultural and historical features that exist in this area and can attract many tourists. However, the local communities‟ human capital development remains a challenge to be surmounted. The study recommends a gradual process of knowledge and skills development in the local communities to support the business side of rural tourism development and offerings.
This study explored whether the teaching environment of six universities across Finland, United K... more This study explored whether the teaching environment of six universities across Finland, United Kingdom, and South Africa are currently producing the competencies required by the industry. It also assessed the effects of university-industry collaboration activities on students’ work readiness and employability. The research adopted mixed method approach to data collection. Structured questionnaire survey was used to collect quantitative data from students, and semi-structured interviews were used to collect qualitative data from lecturers and industry representatives. Findings from the University of Zululand (UNIZULU) were compared with findings from the other universities in South Africa. UNIZULU students had the highest ratings compared to the students from the other universities across the dimensions of career preparation, desirable graduate competencies and work readiness. In contrast, UNIZULU students had the lowest ratings in terms of industry engagement and student engagement, for which this study provided management implications.
DOAJ (DOAJ: Directory of Open Access Journals), Dec 1, 2021
The purpose of this study is to explore KwaZulu-Natal Generation Z members' attitude towa... more The purpose of this study is to explore KwaZulu-Natal Generation Z members' attitude towards domestic tourism in South Africa. The study was conducted in four major towns in KwaZulu-Natal Province of South Africa, namely: Durban, Pietermaritzburg, Richards Bay, and St. Lucia. A structured questionnaire survey of 385 respondents was used to generate data for analysis. Results show that KwaZulu-Natal Generation Z members portray positive attitude towards domestic tourism in South Africa. They are loyal to their destination brand. However, limited funds mostly deter KwaZulu-Natal Generation Z members from getting involved in domestic tourism activities. Results also show that they mostly rely on social media and other forms of technology, to source information pertaining to domestic tourism activity planning and reviewing. This study recommends that competitive pricing of domestic tourism activities (through reduced operational costs and bundle pricing) should be encouraged especially during peak seasons, as majority of Generation Z domestic tourists have difficulties to afford travel costs. Furthermore, the study recommends the creation of intensive and incessant awareness of KwaZulu-Natal domestic tourism sites through numerous platforms such as social media, movies, music videos and also personal referrals, enabling a wider reach to the Generation Z members.
African Journal of Hospitality, Tourism and Leisure, 2022
This study assessed the role played by the existing marketing strategies in terms of positioning ... more This study assessed the role played by the existing marketing strategies in terms of positioning Dundee July rural horse racing event (in uMzinyathi District Municipality, KwaZulu-Natal Province, South Africa) on the tourism map, both within the province, and in South Africa at large. This study adopted the exploratory qualitative research method using purposive semi-structured interviews to collect data for analyses; hence its results are not conclusive. There is a further need to collect quantitative data from current and prospective attendees, on a larger scale, to validate the study findings and model customer expectations (customer orientation). However, this study’s exploratory findings revealed that the current marketing strategies and tools are not effectively promoting this event to attract a larger number of spectators and participants. As a feasible solution, this paper puts forward practical recommendations, emphasising on conditions, new marketing strategies and the rig...
African Journal of Development Studies (AJDS), 2023
Rural development remains critical in developing countries, particularly in those with large rura... more Rural development remains critical in developing countries, particularly in those with large rural communities with little economic activity, such as South Africa. Rural tourism is becoming increasingly popular as an alternative to urban tourism. This study aimed at assessing the potential of rural tourism in the communities around Hluhluwe iMfolozi Park (HiP), which is situated in the KwaZulu-Natal province of South Africa. It adopted a qualitative research method that hinges on the explorative and interpretive paradigms and applied a purposive sampling method for data collection. Focus group discussions were conducted with the study participants. Content analysis was used to analyse the collected data. HiP and the surrounding communities have significant potential for rural tourism development due to the natural beauty, rich wildlife species, and major cultural and historical features that exist in this area and can attract many tourists. However, the local communities‟ human capital development remains a challenge to be surmounted. The study recommends a gradual process of knowledge and skills development in the local communities to support the business side of rural tourism development and offerings.
This study explored whether the teaching environment of six universities
across Finland, United K... more This study explored whether the teaching environment of six universities across Finland, United Kingdom, and South Africa are currently producing the competencies required by the industry. It also assessed the effects of university-industry collaboration activities on students’ work readiness and employability. The research adopted mixed method approach to data collection. Structured questionnaire survey was used to collect quantitative data from students, and semi-structured interviews were used to collect qualitative data from lecturers and industry representatives. Findings from the University of Zululand (UNIZULU) were compared with findings from the other universities in South Africa. UNIZULU students had the highest ratings compared to the students from the other universities across the dimensions of career preparation, desirable graduate competencies and work readiness. In contrast, UNIZULU students had the lowest ratings in terms of industry engagement and student engagement, for which this study provided management implications.
Tourism is an important sector within the South African economy,
and tourism entrepreneurship dri... more Tourism is an important sector within the South African economy, and tourism entrepreneurship drives this sector. A significant portion of entrepreneurship research concentrates on the samples of higher education students and the general population, not focussing on the youth, whether they are higher education students or not. Therefore, the central objective of this paper was to explore the relationships between three independent variables, namely, entrepreneurship education (ED), entrepreneurial meaning (EM), and entrepreneurial passion (EP) and the dependent variable, entrepreneurial intention (EI) of the general youth population regarding starting tourism-related business. It further analysed the impact that levels of general education may have on both the independent and dependent variables. A structured questionnaire was used to gather data from a purposive sample of 400 youths residing in different regions of the King Cetshwayo District Municipality in the KwaZulu-Natal Province of South Africa. Partial least squares structural equation modelling (PLS-SEM) on SmartPLS software version 4.0.8.5 was used to evaluate the relationships between the independent variables and dependent variables. The results show, among others, statistically significant positive relationships between youths’ ED, EP and their EI in the tourism sector. The study recommends that it is imperative for business decision-makers of the study area (KCDM) and academics to comprehend how ED and EP influence the EI of youths and their ability to establish and manage their own businesses, including tourism businesses. This will foster youth entrepreneurship.
Journal of International Food & Agribusiness Marketing , 2024
Street food vending is becoming increasingly important globally, however, most studies on dining ... more Street food vending is becoming increasingly important globally, however, most studies on dining outlet patronage focused on formal restaurants, especially in developed economies. Thus, this study developed a model of street food vendor patronage among undergraduates. 385 copies of the study questionnaire were distributed to street food customers in northwest Nigeria, and structural equation modeling (AMOS) was used to validate the model. Thus, value for money, food quality, and food familiarity were found as factors that influence the patronage of a street food vendor, while service quality and ambiance do not significantly influence students’ patronage. Theoretical and practical implications were discussed.
African Journal of Business and Economic Research (AJBER), 2024
This study used the Mtubatuba Local Municipality in South Africa as a case to explore the interna... more This study used the Mtubatuba Local Municipality in South Africa as a case to explore the internal factors (such as entrepreneur profiles) that may be used to develop and statistically test a theoretical model of entrepreneurial success in the tourism industry. To test its hypotheses, the study used a sample of 350 tourism-related business owners who were surveyed in several study-area regions. The data integrity was addressed in the first phase of the analyses using IBM SPSS software version 28, and the measurement and structural model were tested in the second phase using the partial least square-structural equation modelling (PLS-SEM) method in SmartPLS software version 4.0.8. The study found significant relationships between human capital theory and business success in tourism entrepreneurship. The results suggested that internal business environmental factors such as entrepreneurs‘ profile (e.g. gender, age, level of education, entrepreneurs‘ type of business), and entrepreneurial attributes have a significant influence on tourism business success. Recommendations were made to relevant stakeholders based on study results.
Research has confirmed that people’s attitudes towards starting their own business may be influen... more Research has confirmed that people’s attitudes towards starting their own business may be influenced by their education, age, gender and prior entrepreneurial experiences. To support the employability and economic success of tourism graduates, this study, conducted in the South African context, aimed to explore the predictors of tourism students’ interest and motivation towards starting their tourism-related businesses after graduation. A survey questionnaire was employed to gather information from 154 randomly selected tourism students at a comprehensive university in South Africa. The first phase of data analyses dealt with the assessment of the measurement model, while the second phase tested the structural model using the partial least square-structural equation modelling (PLS-SEM) method implemented on SmartPLS software. The results indicate that certain student profile characteristics (such as age, gender, completing entrepreneurship module, self-assurance and satisfaction level) had significant effects on entrepreneurial desirability and feasibility (DF), entrepreneurial attributes (EA) and entrepreneurship education (EE). Further, the results reveal that EE did not differ by age, EA did not vary by gender and DF was not influenced by tourism students’ self-assurance (SA). The study suggests that the institution under investigation uses appropriate experiential pedagogical approaches to provide tourism students with the ‘know-how’ and other necessary ‘hands-on skills’ to improve their capacity to launch new businesses.
Contribution: This article is important for higher education in general, particularly in subSaharan Africa, because it not only contributes to the literature on entrepreneurship but equally helps higher education institutions to integrate tourism entrepreneurship modules into their curricula.
Keywords: entrepreneurship in tourism; education in entrepreneurship; entrepreneurial intent; entrepreneurial desirability and feasibility; PLS-SEM
African Journal for Physical, Health Education, Recreation and Dance, 2015
Rural tourism development is an entrepreneurial process. It requires rural communities to showcas... more Rural tourism development is an entrepreneurial process. It requires rural communities to showcase their set of capabilities, their sources of leverage and knowledge necessary to embark on tourism development. In rural sub-Saharan Africa's local communities, managing transition from traditional livelihood activities to rural tourism is a sensitive process. Stakeholders, with local communities at the core, can collaborate and manage this development proactively. This study explores, by way of descriptive analysis, how capabilities for rural tourism services performance can be developed in rural sub-Saharan Africa, in terms of responsibility, delegation and accountability. Local governments as rural tourism stakeholder demand rural development. Local communities demand income from tourism development. Local governments and local communities should then share responsibility towards achieving tourism development goals by performing required activities, and accountability in evaluati...
Journal of Quality Assurance in Hospitality & Tourism, 2023
Most theories are tested in developed countries; moreover,
there is still lack of research on SER... more Most theories are tested in developed countries; moreover, there is still lack of research on SERVPERF, especially in lowcost hotel. Hence, due to high competition among low-cost hotels in Nigeria, many low-cost hotels are seeking for alternative ways of competing apart from pricing or operational costs. Thus, the aim of this study is to identify the effects of SERVPERF dimensions on guests’ satisfaction and loyalty in low-cost hotels as well as the mediating role of guests’ satisfaction on the relationships between SERVPERF dimensions and guests’ loyalty. Data were collected from 300 guests at low-cost hotels and was analyzed using structural equation modeling (SEM). Also, composite reliability, cronbach alpha and average variance extracted were used to test the reliability and validity of the instrument. Result revealed that empathy, responsiveness and reliability influence guests’ satisfaction. Furthermore, empathy, reliability and satisfaction influence guests’ loyalty. Results on mediation revealed that guests’ satisfaction partially mediates the relationships between empathy as well as reliability and guests’ loyalty, while guests’ satisfaction fully mediates the path between responsiveness and guests’ loyalty. This study recommends that low-cost hotels management should emphasize on empathy and reliability to increase guest loyalty.
This paper explored students' perception towards the eectiveness of tourism entrepreneurship educ... more This paper explored students' perception towards the eectiveness of tourism entrepreneurship education in developing entrepreneurial attributes and achieving entrepreneurial desirability. A structured questionnaire was used to collect data from 154 randomly selected tourism students at a South African comprehensive University. Descriptive, bivariate, and multivariate data analyses were employed to address the research objectives. The study found that having entrepreneurship education and entrepreneurial family background played a role in achieving entrepreneurial attributes and desirability. Students' demographic characteristics (gender and age group) did not play a role in the achievement of entrepreneurial attributes and desirability. Nonetheless, the study recommended ways to improve the quality of entrepreneurship education being oered in the university's tourism department that was studied.
This study aimed to assess the potentials of rural tourism development in the communities surroun... more This study aimed to assess the potentials of rural tourism development in the communities surrounding Hluhluwe iMfolozi Park (HiP), in KwaZulu-Natal, South Africa. It adopted a qualitative research method based on the explorative and interpretive paradigms. Interview guides were used to conduct semi-structured interviews with the participants. Twenty (20) semi-structured interviews with HiP management sta and owners/managers of tourism businesses within this area were conducted. The study used content analysis to analyse the data collected. SWOT analysis was performed to determine whether HiP and surrounding communities have potentials for rural tourism development. The study revealed lots of strengths and opportunities, which could serve as platform for rural tourism development, however the management of weaknesses and threats is essential for success. It was noted that the development of human resources would be required for the successful development of rural tourism in this area. Emphasis was also made on the area's infrastructural development, which is an important physical resource for any tourism development. The study recommends leadership commitment in driving the process of rural tourism development through capacity building.
African journal of development studies, Mar 1, 2023
Rural development remains critical in developing countries, particularly in those with large rura... more Rural development remains critical in developing countries, particularly in those with large rural communities with little economic activity, such as South Africa. Rural tourism is becoming increasingly popular as an alternative to urban tourism. This study aimed at assessing the potential of rural tourism in the communities around Hluhluwe iMfolozi Park (HiP), which is situated in the KwaZulu-Natal province of South Africa. It adopted a qualitative research method that hinges on the explorative and interpretive paradigms and applied a purposive sampling method for data collection. Focus group discussions were conducted with the study participants. Content analysis was used to analyse the collected data. HiP and the surrounding communities have significant potential for rural tourism development due to the natural beauty, rich wildlife species, and major cultural and historical features that exist in this area and can attract many tourists. However, the local communities‟ human capital development remains a challenge to be surmounted. The study recommends a gradual process of knowledge and skills development in the local communities to support the business side of rural tourism development and offerings.
This study explored whether the teaching environment of six universities across Finland, United K... more This study explored whether the teaching environment of six universities across Finland, United Kingdom, and South Africa are currently producing the competencies required by the industry. It also assessed the effects of university-industry collaboration activities on students’ work readiness and employability. The research adopted mixed method approach to data collection. Structured questionnaire survey was used to collect quantitative data from students, and semi-structured interviews were used to collect qualitative data from lecturers and industry representatives. Findings from the University of Zululand (UNIZULU) were compared with findings from the other universities in South Africa. UNIZULU students had the highest ratings compared to the students from the other universities across the dimensions of career preparation, desirable graduate competencies and work readiness. In contrast, UNIZULU students had the lowest ratings in terms of industry engagement and student engagement, for which this study provided management implications.
DOAJ (DOAJ: Directory of Open Access Journals), Dec 1, 2021
The purpose of this study is to explore KwaZulu-Natal Generation Z members' attitude towa... more The purpose of this study is to explore KwaZulu-Natal Generation Z members' attitude towards domestic tourism in South Africa. The study was conducted in four major towns in KwaZulu-Natal Province of South Africa, namely: Durban, Pietermaritzburg, Richards Bay, and St. Lucia. A structured questionnaire survey of 385 respondents was used to generate data for analysis. Results show that KwaZulu-Natal Generation Z members portray positive attitude towards domestic tourism in South Africa. They are loyal to their destination brand. However, limited funds mostly deter KwaZulu-Natal Generation Z members from getting involved in domestic tourism activities. Results also show that they mostly rely on social media and other forms of technology, to source information pertaining to domestic tourism activity planning and reviewing. This study recommends that competitive pricing of domestic tourism activities (through reduced operational costs and bundle pricing) should be encouraged especially during peak seasons, as majority of Generation Z domestic tourists have difficulties to afford travel costs. Furthermore, the study recommends the creation of intensive and incessant awareness of KwaZulu-Natal domestic tourism sites through numerous platforms such as social media, movies, music videos and also personal referrals, enabling a wider reach to the Generation Z members.
African Journal of Hospitality, Tourism and Leisure, 2022
This study assessed the role played by the existing marketing strategies in terms of positioning ... more This study assessed the role played by the existing marketing strategies in terms of positioning Dundee July rural horse racing event (in uMzinyathi District Municipality, KwaZulu-Natal Province, South Africa) on the tourism map, both within the province, and in South Africa at large. This study adopted the exploratory qualitative research method using purposive semi-structured interviews to collect data for analyses; hence its results are not conclusive. There is a further need to collect quantitative data from current and prospective attendees, on a larger scale, to validate the study findings and model customer expectations (customer orientation). However, this study’s exploratory findings revealed that the current marketing strategies and tools are not effectively promoting this event to attract a larger number of spectators and participants. As a feasible solution, this paper puts forward practical recommendations, emphasising on conditions, new marketing strategies and the rig...
African Journal of Development Studies (AJDS), 2023
Rural development remains critical in developing countries, particularly in those with large rura... more Rural development remains critical in developing countries, particularly in those with large rural communities with little economic activity, such as South Africa. Rural tourism is becoming increasingly popular as an alternative to urban tourism. This study aimed at assessing the potential of rural tourism in the communities around Hluhluwe iMfolozi Park (HiP), which is situated in the KwaZulu-Natal province of South Africa. It adopted a qualitative research method that hinges on the explorative and interpretive paradigms and applied a purposive sampling method for data collection. Focus group discussions were conducted with the study participants. Content analysis was used to analyse the collected data. HiP and the surrounding communities have significant potential for rural tourism development due to the natural beauty, rich wildlife species, and major cultural and historical features that exist in this area and can attract many tourists. However, the local communities‟ human capital development remains a challenge to be surmounted. The study recommends a gradual process of knowledge and skills development in the local communities to support the business side of rural tourism development and offerings.
This study explored whether the teaching environment of six universities
across Finland, United K... more This study explored whether the teaching environment of six universities across Finland, United Kingdom, and South Africa are currently producing the competencies required by the industry. It also assessed the effects of university-industry collaboration activities on students’ work readiness and employability. The research adopted mixed method approach to data collection. Structured questionnaire survey was used to collect quantitative data from students, and semi-structured interviews were used to collect qualitative data from lecturers and industry representatives. Findings from the University of Zululand (UNIZULU) were compared with findings from the other universities in South Africa. UNIZULU students had the highest ratings compared to the students from the other universities across the dimensions of career preparation, desirable graduate competencies and work readiness. In contrast, UNIZULU students had the lowest ratings in terms of industry engagement and student engagement, for which this study provided management implications.
Delivering Entrepreneurship Education in Africa: New Perspectives, 2023
This chapter presents a recent study which explored the impact of entrepreneurship education on S... more This chapter presents a recent study which explored the impact of entrepreneurship education on South African tourism students’ entrepreneurial intention, regarding starting a tourism-related business after graduation. The study used a structured questionnaire to collect data from randomly selected tourism students in a South African comprehensive University. Study findings show that entrepreneurship education has an influence on tourism students’ entrepreneurial intentions and perceptions of desirability and feasibility. The study results moreover reveal that having entrepreneurial family background and entrepreneurship education played a role in achieving entrepreneurial attributes and desirability. The adoption of various reform programmes targeted at enhancing the graduate employability and/or self-employment, such as the inclusion of a new entrepreneurial track to the undergraduate curriculum, is one of the study’s recommendations for the department of tourism studied. Students should be encouraged to apply for the entrepreneurship education track, which includes business training as well as customised coaching and mentorship sessions with accomplished businesspeople, as early as in their first academic year.
Land Governance and Gender: The Tenure-Gender Nexus in Land Management and Land Policy, 2022
This chapter sets to analyse nuanced gender debates in sub-Saharan Africa, explore realities and ... more This chapter sets to analyse nuanced gender debates in sub-Saharan Africa, explore realities and illusions of land tenure between women and men in this region; and gendered-land outcomes in relation to land access, ownership, and control by gender. Land tenure relates to how access to land is granted, the rights to use, control, and transfer land, including the associated responsibilities and restraints.
Problematising Local Indigenous Community Research: Afro-Sensed Perspectives (Knowledge Pathing: Multi-, Inter- and Trans-Disciplining in Social Sciences Series Volume 2), 2021
Visitors to SSA countries’ rural areas have perceptions or images of these places having ‘rura... more Visitors to SSA countries’ rural areas have perceptions or images of these places having ‘rural idyll symbols’ and in many cases want to share in the local communities’ unique knowledge, language, rituals, spirituality or way of life. Embedding IK of SSA destinations in rural tourism offerings is one of the emerging conditions or opportunities for SSA rural tourism. This can foster a knowledge exchange between local communities and tourists or visitors, without eroding the identity and practices of such rural areas. One way to deliver authentic rural tourism value proposition in SSA was for the local communities to stage events for the tourists. This will help to establish a unique rural tourism experience which in turn will lead to securing a brand identity in the global rural tourism marketplace. This was termed ‘strategic event-based rural tourism’ in this chapter, where a lot of local or indigenous tourism offerings can be packaged by the local communities and delivered to the tourists through event staging. Highlights of traditional dances, local food, folklore, local way of life and other traditional activities, for example, can be sequentially presented to rural tourists. This emergent generic strategy for ‘rural SSA tourism development’, however, as Ezeuduji (2013) puts it, should be carefully adapted according to the ‘specific local socio-economic and environmental conditions’.
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and tourism entrepreneurship drives this sector. A significant portion
of entrepreneurship research concentrates on the samples of
higher education students and the general population, not focussing
on the youth, whether they are higher education students or
not. Therefore, the central objective of this paper was to explore the
relationships between three independent variables, namely, entrepreneurship
education (ED), entrepreneurial meaning (EM), and
entrepreneurial passion (EP) and the dependent variable, entrepreneurial
intention (EI) of the general youth population regarding
starting tourism-related business. It further analysed the impact
that levels of general education may have on both the independent
and dependent variables. A structured questionnaire was used to
gather data from a purposive sample of 400 youths residing in
different regions of the King Cetshwayo District Municipality in
the KwaZulu-Natal Province of South Africa. Partial least squares
structural equation modelling (PLS-SEM) on SmartPLS software
version 4.0.8.5 was used to evaluate the relationships between
the independent variables and dependent variables. The results
show, among others, statistically significant positive relationships
between youths’ ED, EP and their EI in the tourism sector. The study
recommends that it is imperative for business decision-makers of
the study area (KCDM) and academics to comprehend how ED and
EP influence the EI of youths and their ability to establish and
manage their own businesses, including tourism businesses. This
will foster youth entrepreneurship.
motivation towards starting their tourism-related businesses after graduation. A survey questionnaire was employed to gather information from 154 randomly selected tourism students at a comprehensive university in South Africa. The first phase of data analyses dealt
with the assessment of the measurement model, while the second phase tested the structural model using the partial least square-structural equation modelling (PLS-SEM) method implemented on SmartPLS software. The results indicate that certain student profile characteristics (such as age, gender, completing entrepreneurship module, self-assurance and satisfaction level) had significant effects on entrepreneurial desirability and feasibility (DF), entrepreneurial attributes (EA) and entrepreneurship education (EE). Further, the results reveal that EE did not differ by age, EA did not vary by gender and DF was not influenced by
tourism students’ self-assurance (SA). The study suggests that the institution under investigation uses appropriate experiential pedagogical approaches to provide tourism students with the ‘know-how’ and other necessary ‘hands-on skills’ to improve their capacity to launch new businesses.
Contribution: This article is important for higher education in general, particularly in subSaharan Africa, because it not only contributes to the literature on entrepreneurship but equally helps higher education institutions to integrate tourism entrepreneurship modules into their curricula.
Keywords: entrepreneurship in tourism; education in entrepreneurship; entrepreneurial
intent; entrepreneurial desirability and feasibility; PLS-SEM
there is still lack of research on SERVPERF, especially in lowcost
hotel. Hence, due to high competition among low-cost
hotels in Nigeria, many low-cost hotels are seeking for alternative
ways of competing apart from pricing or operational costs.
Thus, the aim of this study is to identify the effects of SERVPERF
dimensions on guests’ satisfaction and loyalty in low-cost hotels
as well as the mediating role of guests’ satisfaction on the
relationships between SERVPERF dimensions and guests’ loyalty.
Data were collected from 300 guests at low-cost hotels and
was analyzed using structural equation modeling (SEM). Also,
composite reliability, cronbach alpha and average variance
extracted were used to test the reliability and validity of the
instrument. Result revealed that empathy, responsiveness and
reliability influence guests’ satisfaction. Furthermore, empathy,
reliability and satisfaction influence guests’ loyalty. Results on
mediation revealed that guests’ satisfaction partially mediates
the relationships between empathy as well as reliability and
guests’ loyalty, while guests’ satisfaction fully mediates the
path between responsiveness and guests’ loyalty. This study
recommends that low-cost hotels management should emphasize
on empathy and reliability to increase guest loyalty.
across Finland, United Kingdom, and South Africa are currently producing the competencies required by the industry. It also assessed the effects of university-industry collaboration activities on students’ work readiness and employability. The research adopted mixed method approach to data collection. Structured questionnaire survey was used to collect quantitative data from students, and semi-structured interviews were used to collect qualitative data from lecturers and industry representatives. Findings from the University of Zululand (UNIZULU) were compared with
findings from the other universities in South Africa. UNIZULU students
had the highest ratings compared to the students from the other universities across the dimensions of career preparation, desirable graduate competencies and work readiness. In contrast, UNIZULU students had the lowest ratings in terms of industry engagement and student engagement, for which this study provided management implications.
and tourism entrepreneurship drives this sector. A significant portion
of entrepreneurship research concentrates on the samples of
higher education students and the general population, not focussing
on the youth, whether they are higher education students or
not. Therefore, the central objective of this paper was to explore the
relationships between three independent variables, namely, entrepreneurship
education (ED), entrepreneurial meaning (EM), and
entrepreneurial passion (EP) and the dependent variable, entrepreneurial
intention (EI) of the general youth population regarding
starting tourism-related business. It further analysed the impact
that levels of general education may have on both the independent
and dependent variables. A structured questionnaire was used to
gather data from a purposive sample of 400 youths residing in
different regions of the King Cetshwayo District Municipality in
the KwaZulu-Natal Province of South Africa. Partial least squares
structural equation modelling (PLS-SEM) on SmartPLS software
version 4.0.8.5 was used to evaluate the relationships between
the independent variables and dependent variables. The results
show, among others, statistically significant positive relationships
between youths’ ED, EP and their EI in the tourism sector. The study
recommends that it is imperative for business decision-makers of
the study area (KCDM) and academics to comprehend how ED and
EP influence the EI of youths and their ability to establish and
manage their own businesses, including tourism businesses. This
will foster youth entrepreneurship.
motivation towards starting their tourism-related businesses after graduation. A survey questionnaire was employed to gather information from 154 randomly selected tourism students at a comprehensive university in South Africa. The first phase of data analyses dealt
with the assessment of the measurement model, while the second phase tested the structural model using the partial least square-structural equation modelling (PLS-SEM) method implemented on SmartPLS software. The results indicate that certain student profile characteristics (such as age, gender, completing entrepreneurship module, self-assurance and satisfaction level) had significant effects on entrepreneurial desirability and feasibility (DF), entrepreneurial attributes (EA) and entrepreneurship education (EE). Further, the results reveal that EE did not differ by age, EA did not vary by gender and DF was not influenced by
tourism students’ self-assurance (SA). The study suggests that the institution under investigation uses appropriate experiential pedagogical approaches to provide tourism students with the ‘know-how’ and other necessary ‘hands-on skills’ to improve their capacity to launch new businesses.
Contribution: This article is important for higher education in general, particularly in subSaharan Africa, because it not only contributes to the literature on entrepreneurship but equally helps higher education institutions to integrate tourism entrepreneurship modules into their curricula.
Keywords: entrepreneurship in tourism; education in entrepreneurship; entrepreneurial
intent; entrepreneurial desirability and feasibility; PLS-SEM
there is still lack of research on SERVPERF, especially in lowcost
hotel. Hence, due to high competition among low-cost
hotels in Nigeria, many low-cost hotels are seeking for alternative
ways of competing apart from pricing or operational costs.
Thus, the aim of this study is to identify the effects of SERVPERF
dimensions on guests’ satisfaction and loyalty in low-cost hotels
as well as the mediating role of guests’ satisfaction on the
relationships between SERVPERF dimensions and guests’ loyalty.
Data were collected from 300 guests at low-cost hotels and
was analyzed using structural equation modeling (SEM). Also,
composite reliability, cronbach alpha and average variance
extracted were used to test the reliability and validity of the
instrument. Result revealed that empathy, responsiveness and
reliability influence guests’ satisfaction. Furthermore, empathy,
reliability and satisfaction influence guests’ loyalty. Results on
mediation revealed that guests’ satisfaction partially mediates
the relationships between empathy as well as reliability and
guests’ loyalty, while guests’ satisfaction fully mediates the
path between responsiveness and guests’ loyalty. This study
recommends that low-cost hotels management should emphasize
on empathy and reliability to increase guest loyalty.
across Finland, United Kingdom, and South Africa are currently producing the competencies required by the industry. It also assessed the effects of university-industry collaboration activities on students’ work readiness and employability. The research adopted mixed method approach to data collection. Structured questionnaire survey was used to collect quantitative data from students, and semi-structured interviews were used to collect qualitative data from lecturers and industry representatives. Findings from the University of Zululand (UNIZULU) were compared with
findings from the other universities in South Africa. UNIZULU students
had the highest ratings compared to the students from the other universities across the dimensions of career preparation, desirable graduate competencies and work readiness. In contrast, UNIZULU students had the lowest ratings in terms of industry engagement and student engagement, for which this study provided management implications.
rural tourism offerings is one of the emerging conditions or opportunities for SSA rural tourism. This can foster a knowledge exchange between local communities and tourists or visitors,
without eroding the identity and practices of such rural areas. One way to deliver authentic rural tourism value proposition in SSA was for the local communities to stage events for the tourists. This will help to establish a unique rural tourism experience which in turn will lead to securing a brand identity in the global rural tourism marketplace. This was termed ‘strategic event-based rural tourism’ in this chapter, where a lot of local or indigenous tourism offerings can be packaged by the local communities and delivered to the tourists through event staging. Highlights of traditional dances, local food, folklore, local way of life and other traditional activities, for example, can be sequentially presented to rural tourists. This emergent generic strategy for ‘rural SSA tourism development’, however, as Ezeuduji (2013) puts it, should be carefully adapted according to the ‘specific local socio-economic and environmental conditions’.